Musk doesn鈥檛 care about Mars or automation or the electric car. He says he does because that is the public image of those free market sci-fi heroes of half-remembered books. He cares about his public image and stocks.
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I dunno. This may be true, but he also comes across to me as the insecure tech nerd in a circle of much smarter tech nerds. It may be giving him too much credit to say that this image is part of a larger sales tactic.